By Cameron Clarke

In his final interview, Britain’s preeminent branding expert Wally Olins offered a precious insight into the wisdom – and wit – that kept him at the forefront of his industry for almost half a century.

Speaking to Courier magazine a few weeks before he died in April, the Wolff Olins co-founder shared some of his prized thinking on why brand names don’t always matter, how a company can distinguish itself from its rivals and why there’s never been a better time to start a business than now.

On the role of a brand…
“Most organisations have competitors, which are functionally and rationally very Read full story ›

Source: The Drum